Engage your team in the journey

- One the keys to installing hourglass…or lifecycle thinking is, to get everyone on board,…you've probably been in organizations where…somebody'll bring a new initiative in to a department,…everybody'll get excited about it,…but if leadership isn't excited about it,…if it doesn't come from the top in some cases,…it's hard for it to really take root.…Now, that doesn't mean that this has to be…the CEOs' idea, but certainly lifecycle thinking…and hourglass thinking is very aligned with culture,…that it has to be something that everyone believes in,…everyone understands, everyone knows…is part of their job.…

From leadership, to sales, to marketing,…to the service departments,…to really any other department in your organization.…What we like to do is think about this as a workshop,…that we can have a brainstorming,…we can certainly have a kick-off.…We might come back in 90 days,…or maybe every 90 days and talk about this topic,…because it's the only way to cement it.…It's the only way to keep people involved.…It's the only way to make people know…

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Released

9/29/2017

Modern marketers work with buyers who have a wealth of information and options at their fingertips at all times. Lifecycle marketing—which forces you to carefully examine each stage of the customer journey—can help you work smarter in this evolving landscape by allowing you to organize behavior in a way that results in profit, customer loyalty, and referrals. In this course, join marketing expert John Jantsch as he goes into the fundamentals of lifecycle marketing. John explains what lifecycle marketing is, and the benefits of using a lifecycle approach. He covers the marketing hourglass framework, demonstrating how to recruit and find customers, serve them effectively, and retain them over time. John also helps you build a custom hourglass for your organization, and see it through the lens of marketing, sales, and service.